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The idea of "paid" links raised some eyebrows. Should it? When you need to compete for links of value so your site ranks well in searches based on algorithms that invented the need, "link buying" is a likely natural consequence.
But before you dive in, read this article from Google's Webmaster Central Blog. The mood (or controversy) is shifting, so keep tabs on the latest swings before committing that plunge. It might cost your site performance more than what you paid for 'em links!
Hint: when it comes to net trends, coming in second is not always a bad thing ;)
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